Desperate times call for desperate measures. In France this summer, that means being downright friendly to tourists -- something that does not come naturally to every café waiter and concierge in Paris. The French Tourist Office is offering tourism professionals lessons on how to smile brighter and provide better service. Americans are the big spenders of global tourism, a $3.5 trillion industry that represents 10 percent of world gross domestic product (GDP) and employs more than 200 million people. With hotel rooms from Hong Kong to Singapore vacant and hundreds of flights grounded, economists are cutting GDP forecasts by a percentage point or more -- not just for China, but for much of the Far East. The World Travel & Tourism Council (WTTC) was predicting a paltry one percent growth in global tourism for 2003 -- a dismal showing for an industry that has averaged four percent or more annually over the past 20 years. Now more and more mainstream airlines are advertising fares on their own Web sites, as well as on aviation-industry sites like www.opodo.com and Orbitz.com. Better software is allowing consumers to individualize their trips -- from air travel and hotel bookings to theater tickets and dinner reservations -- with a click of the mouse. While tourism has historically been driven by customers from the West, the next two decades will be shaped by the democratization of travel, as Russians, East Europeans, Southeast Asians and, most importantly, the Chinese gain the means and the desire to go abroad.